How we connect to our audience as marketers is constantly changing but one of the biggest changes has been the switch from traditional to digital media. In this article, we’ll discuss what both types of media are like and how they are different.
Digital Media:
As the name says, digital media channels are anything you can access digitally like websites, social media, and emails. These channels of communication offer opportunities for real-time engagement with your audience. Unlike traditional media, digital platforms allow for interactive communication, allowing a brand to interact directly with its audience.
For example, take the restaurant chain Panda Express and imagine they want to introduce a new entree option. They can put out a poll on their social media channels and get instant feedback from people who follow them because they like them. Instead of having to go take surveys from a sample size and spend weeks on this project, you have instant access to what your consumers want from you. This creates a relationship between seller and buyer while building a community of dedicated consumers to your brand.
Digital media also allows businesses to personalize communication based on user preferences and behaviors. Through data analytics and research, brands can tailor content and messaging to resonate with specific audience segments. For example, if Panda Express is sending coupons for an email marketing strategy they can send coupons for specific food items based on past purchases. Similarly, you can do this on a website by using cookies and retargeting users who were browsing specific products but did not end up purchasing. This targeted approach maximizes the impact of marketing efforts by delivering the right message to the right audience at the right time.
Traditional Media:
Now most people will say traditional media is dead but that is not the case. While digital media continues to gain more popularity, traditional media continues to be effective but it requires different strategies. Traditional media includes channels like television, radio, print, and outdoor advertising. However, it is typically operated as a one-way broadcast to a broad audience. While traditional media offers massive reach and brand visibility, it lacks the interactivity and connection of digital channels.
For example, think about those car ads you see on television. You watch it and maybe think oh that’s a nice car but that’s about it. All that has happened is you have become aware of the brand but you can’t interact, give your opinion or do anything with it. Similarly, when you see billboards you may think that’s silly or cool but that’s as far as it goes. Of course, this makes you aware of the brand if it’s something that catches your eye you might look for more information later.
Traditional media is often pricey making it great for big brands to continue to build their image and identity but bad because small businesses can’t afford it. Also, measuring the effectiveness of these campaigns can be challenging, as it relies on indirect metrics such as reach and frequency rather than direct engagement and conversion data.
The Connection Between Media
Successful communication strategies often blend digital and traditional media channels to maximize awareness and increase potential conversions. By optimizing each channel, businesses can create better integrated campaigns. For instance, a retail brand may combine a television ad campaign with targeted social media promotions and influencer partnerships to drive both brand awareness and generate revenue. It’s also important to know that some businesses may work better with different types of media and that having the right strategies is crucial. If you are a local law firm you don’t need to focus on email marketing, you may want to focus on a mix of traditional media like a billboard with some targeted social media ads.
Ultimately, understanding the different communication channels of digital and traditional media is essential for businesses looking to stay competitive and continue to grow. By understanding the pros and cons of digital and traditional media, businesses can create more meaningful campaigns, engage with their audience, and increase their awareness.
Comments